Five-year vision for soft drinks unveiled

A report launched by Coca-Cola Enterprises (CCCE See the Opportunity CoverCE) has unveiled its new vision for the future of the soft drinks category. The report – titled See The Opportunity – reveals opportunities to unlock £2.1 billion category growth, and is part of CCE’s ongoing commitment to working with its customers to grow soft drinks sales responsibly and sustainably.

The report is the result of a £2 million, two-year research programme that was initiated to understand the future growth potential for soft drinks. An in-depth study of customer needs, as well as shopper and consumer behaviour, was undertaken to enable a detailed level of understanding of the factors that will impact the future of the GB soft drinks category.

The research has revealed that there is an opportunity to grow the category, which is currently worth over £11 billion, by a further £2.1 billion over the next five years. Much of this will be delivered by organic factors such as population growth and market dynamics. However, of this figure, See the Opportunity details a £793 million incremental sales opportunity in soft drinks that can be unlocked by delivering just one more soft drink ‘moment’ per household per week.

One of the main findings in the report is the identification of six key specific consumer occasions, or ‘moments’, that if fully realised can deliver significant incremental growth to the category. These have been named – complete the meal; daytime at home; better working day; live life on the go; best social mix; and ready to relax.

In line with the results of the study, CCE is using the findings in See The Opportunity to work with its customers to develop future plans that will assist in driving this growth.

Simon Baldry, managing director of CCE, said, “Soft drinks continues to be a huge category that is full of opportunity and this research reveals that there is a strong potential to grow sales by £2.1 billion over the next five years. To help realise this ambition, we must act on our greater understanding of what consumers and shoppers want and work in partnership with our customers to find new ways to engage with them along the path to purchase. See the Opportunity is the start of a new exciting journey. It forms an important part of our ongoing programme and commitment to grow soft drinks sales responsibly and sustainably as we look to build business through everyday moments.”

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